Two years in, Threads is starting to look more and more like the most viable challenger to X. It passed 350 million monthly users earlier this year and Mark Zuckerberg has predicted it could be Meta's next billion-user app.
But Threads still isn't sending much traffic to other websites, which could make the platform less appealing for creators, publishers and others whose businesses depend on non-Meta owned websites. According to Similarweb, a marketing intelligence firm, outbound referral traffic from Threads climbed to 28.4 million visits in June. That's a notable jump from 15.1 million visits a year ago, but still relatively tiny considering Threads is currently averaging more than 115 million users a day on its app, according to Similarweb.
Regular Threads users have long suspected that Meta deprioritizes posts with links. For most of the last two years of Threads' existence the common wisdom was that users shouldn't share links, or should only share them as replies to a primary post. Instagram chief Adam Mosseri, who also oversees Threads, hasn't exactly encouraged linking either. He said last year that Threads doesn't intentionally downrank links but that "we don’t place much value on" them because "people don’t like and comment on links much."
Meta's reluctance wasn't just about users' preferences, though. The company was also concerned about how spammers and other bad actors might abuse links on the text-based platform. More recently though, Meta has changed course , and has been taking steps to surface more "good" links in recommended posts.
"We’ve been working on making sure links are ranked properly," Mosseri said in June . "Links have been working much better for more than a month now." The company has also bolstered links on the platform by allowing users to add more links to their Threads profiles and providing link-specific analytics to its "insights" feature. "We want Threads to be a place that helps you grow your reach – even outside of Threads," Meta said in a May update.
But despite these changes, Threads is still sending very little traffic to websites. Data shared by Similarweb shows that during May and June of last year — when Threads had more than 150 million monthly users — it sent just 24.8 million referrals to outside websites. During May and June of this year, that number more than doubled, rising to 51.8 million.
Those numbers still suggest, though, that the majority of Threads' users are rarely, if ever, clicking on links they see on Threads. Lia Haberman, a social media marketing consultant and author of the ICYMI newsletter, said she's not surprised. "People just got trained not to look for them, not to include them, not to think about them," she tells Engadget. "You can't just flip a switch and all of a sudden expect people to embrace links."
Publishers, a group that likely posts more links on Threads than anyone else, don't seem to be seeing significant traffic from Threads either. Data provided by Chartbeat, a company that provides analytics data to publishers, shows that publisher page views from Threads have nearly doubled since the start of the year, rising from 8.8 million in January to 15.1 million in June.
Interestingly, according to both Similarweb and Chartbeat's data for 2025, referrals from Threads peaked in March. That month, Threads sent 28.8 million outbound referrals to websites, according to Similarweb, while Chartbeat publishers saw 25 million page views from the platform.
But while the latest stats show that traffic from Threads has grown significantly over the last year, it still represents a tiny proportion of the publishers' traffic overall. According to Chartbeat, over the last year and a half Threads has consistently accounted for less than one tenth of a percent of sites' referral traffic. By comparison, Facebook referrals have hovered around 2 - 3 percent over the same period, while Google Discover has accounted for about 13 - 14 percent of referrals. Even among other "small" sources of referrals, like chatGPT, Reddit and Perplexity, Threads is only ahead of Perplexity in terms of the number of referrals it sends.
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